“Already before the books were released we sold a lot of their products. It was crazy. You can compare it to the release of a new Disney film, when all the kids want the newest merchandise. Here it’s the same, but with adults,” Mathilde Mackowski, the owner of Sinful.dk, told Aarhus Stiftstidende.

Mackowski said that her online sex shop, which also services Sweden and Norway, will hire extra employees in its warehouse and add weekend shifts to help meet customer demand.

Speaking to DR, Mackowski predicted that the officially-branded sex merchandise will continue to grow after the Fifty Shades film hits theatres and helps to further normalize sexual practices that were once considered kinky and shameful.

“Just the fact that we talk about it and dare to sit on the train or in the plane and show that we are reading Fifty Shades of Grey is removing the tabu around this kind of sex and is making it more normal,” she said.